Overview

Before Meta can receive your in-store or offline purchase data, the first step is to ensure your Point-of-Sale (POS) orders are being sent correctly through Elevar. This process allows Meta to connect your physical store transactions with your digital ad activity, giving you a full picture of customer behavior both online and offline.

Understanding Offline Event Tracking:

Offline event tracking bridges the gap between your in-person sales and digital marketing performance. When POS orders are shared with Meta via the Conversions API (CAPI), Meta can use that data to:

• Attribute offline purchases to ads customers saw online.
• Improve audience targeting and campaign optimization.
• Provide a unified view of your marketing impact across all channels.
• Without this step, Meta will only see your online conversions — leaving a gap in your reporting and attribution data.

Why Sending POS Orders Matters:

By default, Elevar automatically detects and sends POS orders from your Shopify store to Meta. These transactions are flagged as physical store orders and include the store’s Shopify Location ID, allowing Meta to recognize where the purchase occurred.

However, if POS orders are blocked in your Filter Transactions settings, Meta will never receive them. This means offline conversions — like in-store purchases or pickup orders — won’t appear in your reports or contribute to ad optimization.

How This Fits Into the Offline Event Setup:

Enabling POS order tracking is Step 1 of setting up your offline data flow to Meta. Once your POS orders are being sent successfully, the next step will be to sync your Shopify Locations with Meta’s Location Manager, which ensures Meta can match each in-store transaction to the correct business location.

By completing this first step, you’ll lay the groundwork for accurate, end-to-end conversion tracking across both your online and offline sales channels.

There are two parts to enabling offline data for Meta:

• Send Point-of-Sale (POS) Orders to Meta: Ensure POS orders aren’t blocked in your Filter Transactions settings within the Meta destination.
• Syncing Shopify Locations with Meta Location Manager: Mapping Shopify Location IDs to Meta Store Codes.

Sending Point-of-Sale (POS) Orders to Meta

When Elevar detects a Shopify POS order, it flags it as a physical store purchase and includes the Shopify store location code in the payload sent to Meta. This allows Meta to recognize that the transaction occurred offline and attribute it to the correct business location.

How Shopify Stores Send POS Orders Automatically:

For Shopify users, no additional setup is required! Elevar automatically sends your point-of-sale (POS) orders to Meta as long as these orders aren’t blocked in the Filter Transactions step of your Meta Destination setup.

When a POS order is detected, Elevar will identifiy it through the Shopify Source, flag it as a physical store order, and pass the Shopify Location ID (store code) to Meta along with the event. This allows Meta to recognize that the purchase took place in a physical store and attribute it correctly within your reporting.

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Note: Sending Offline Data for Non-Shopify and API Stores

Support for non-Shopify or API-based POS tracking is coming soon!

Check back in early November for updates once API support for offline events becomes available.

How to Check if You’re Blocking POS Orders

Offline (POS) orders can be accidentally blocked in your Filter Transactions settings. If your POS orders aren’t appearing in Meta, check your filter configuration.

Access the Meta Destination:

• Begin on your Elevar dashboard, use the left-hand navigation menu to click on the "My Tracking" tab.
• Navigate to your list of destinations and select on the "Meta" destination.
  • (See Figure 1)

_Figure 1_

Filtering Transactions Settings:

• Use the "Setup Steps" navigational box and click on the "Filtering Transactions" tab.
  • Navigate to the section of the page titled "Would you like to filter recurring orders?" and select the "No, Send" option.
  • Navigate to the section of the page titled "Would you like to filter any other transactions?" and select the Yes, block some transactions".
    • (See Figure 2)

_Figure 2_

Review Blocking Orders Settings:

• Once you have accessed the blocking orders settings for the Meta destination, review your current selections to ensure that you are not blocking POS orders from being sent.
• If you only want to send online orders, you can block the POS channel by filtering orders where Source Channel Code = web. If you want offline data in Meta, simply do the opposite and allow POS orders to pass through.
  • (See Figure 3)

_Figure 3_

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Learn More: Blocking and Allowing Orders

The Filter Transactions step lets you customize which orders are sent to Meta. You can block or allow orders based on several parameters:

• Source Channel Codes
  • “web” : Orders placed online
  • “pos”: In-store Point of Sale orders
• Order Tags: “Subscription Order”
• Order Gateways: “shopify_payments”
• Customer Tags: “InternalUser”
• App ID: “Facebook Sales Channel”

To ensure offline orders are sent to Meta, make sure “pos” is not blocked in your filters.

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Learn More: How to Identify Your Current Sales Channels

If you’re unsure which channels your Shopify store uses:

• Begin on your Shopify home page and access your Analytics settings. Once in the Analytics, navigate to the "Reports" section.
• Navigate to the section of the page titled "Sales by Channel". Here you can review your active channels (e.g., “Online Store,” “POS,” “Draft Orders”).